Hope

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Description

Print advertisement created by Eyescream, Malaysia for Levi's, within the category: Fashion.

Caption

It's not just a style icon. It's a symbol of hope.
The Levi's 501 is all about living undeterred and living life to the full, but that's not without saying, Live Smart Too! In support of the Malaysian AIDS Foundation (MAF), throughout October, proceeds from the sales of the Levi's 501 will go to MAF to champion HIV & AIDS related awareness. We call on you to support the cause, because together we can bring hope to those who are affected.

Thanks all for the comments. Everyone is entitled to their opinions. Afterall, you can't please everybody, except of course, the one paying for the ad.

To answer some questions/comments.

The comment about it being borrowed from a South African ad... i had no idea. The ad was conceptualised, and developed in one day. It was one of those last minute briefs that required the ad to be up and ready yesterday.

As for the percentage of sales, that's actually confidential. Good news is that, the 501's have actually sold out.

And as much as some of us would like there to be no headline or copy, this isn't a scam ad. And, obvious as it may be to some, there are a handful out there who need the support. So copy there must be.